Account Action

Sears Canada has split the creative side of its $75-million business between Ammirati Puris Lintas and TBWA Chiat/Day. The client has not yet decided which agency will handle the Sears portion of the business and which will get Eaton's. The assignments...

Sears Canada has split the creative side of its $75-million business between Ammirati Puris Lintas and TBWA Chiat/Day. The client has not yet decided which agency will handle the Sears portion of the business and which will get Eaton’s. The assignments cover broadcast and magazine advertising. Flyers continue to be handled in-house. The Media Edge, the buying unit of incumbent Young & Rubicam, meanwhile, remains AOR.

Enbridge Home Services has appointed Grey Canada as its creative agency following a review that included Toronto agencies Garneau Wurstlin Philp Brand Engineering, Gee Jeffery & Partners, Harrod & Mirlin/FCB, and Turbulence. Media planning and buying stays with Genesis Media.

Sun Life Assurance Company of Canada (Sun Life Financial) has chosen Grey Canada of Toronto as its first worldwide AOR. The assignment includes work for Sun Life’s business in the U.S., the U.K. and Canada, as well as campaigns for Asian operations in Manila, Mumbai (Bombay), Hong Kong and Beijing.

Winners Apparel has hired Bensimon*Byrne*D’Arcy of Toronto to handle the creative portion of the 100-store discount clothing chain’s $10-million account. Harrison, Young, Pesonen & Newell retains the media business.

Nestlé Canada has moved its chocolate confectionery business to J. Walter Thompson from MacLaren McCann, as part of a global alignment of brands such as Kit Kat, Smarties, Aero, Coffee Crisp and Flipz. MacLaren McCann continues to handle other portions of the business such as Nescafé, Coffee-mate and Nestlé Nutrition. Publicis-SMW has the Nestlé Ice Cream assignment, Optimedia Canada takes care of English media buying and Marketel/McCann Erickson is the company’s French AOR.

United Way of Greater Toronto has appointed Vickers & Benson Advertising as AOR for its pro bono business for a two-year term.

In Brief: The Garden picks CDs to take on daily creative leadership

Plus, Naked names two new leaders of its own and Digital Ethos comes to Canada.

The Garden promotes two creative directors

ACDs Lindsay Eady and Francheska Galloway-Davis have taken over responsibility for day-to-day creative leadership at The Garden after being promoted to creative director roles.

The pair will also help develop the agency’s creative talent, formalizing mentorship and leadership activities they have been doing since joining the agency four and three years ago, respectively. In addition to creating the agency’s internship program, the pair have worked on campaigns for Coinsquare, FitTrack and “The Coke Challenge” campaign for DanceSafe.

Eady and Galloway-Davis will continue to report to The Garden’s co-founder and chief creative officer Shane Ogilvie, who is stepping back from daily creative duties to a more high-level strategic role, allowing him to focus on client relationships and business growth.

Naked Creative Consultancy names new creative and strategy leadership

Toronto’s Naked Creative Consultancy has hired Yasmin Sahni as its new creative director. She is taking over creative leadership from David Kenyon, who has been in the role for 10 years and is moving into a new role as director of strategy, leading the discipline at the agency.

Sahni is coming off of three years as VP and ECD at GTB’s Toronto office, where she managed all the retail, social and service creative for Ford Canada. She previously managed both Vice Media and Vice’s in-house ad agency Virtue.

Peter Shier, president of Naked, says Sahni’s hiring adds to its creative bench and capabilities, as well as a track record of mentorship, a priority for the company. Meanwhile, Kenyon’s move to the strategy side, he says, makes sense because of his deep knowledge of its clients, which have included Ancestry and The Globe and Mail.

Digital Ethos opens a Toronto office

U.K. digital agency Digital Ethos is pursuing new growth opportunities in North America by opening a new office in Toronto.

Though it didn’t disclose them, the agency has begun serving a number of North American clients, and CEO/founder Luke Tobin says the “time was right to invest in a more formal and actual presence in the area.” whose services include design, SEO, pay-per-click, social media, influencer and PR,

This year, the agency’s growth has also allowed it to open an office in Hamburg, Germany, though it also has remote staff working in countries around the world.

Moray Hickes was the company’s first North American hire as VP of sales, tasked with business development in the region.